London-based specialist Digital Out of Home (DOOH) agency Grand Visual has been brought in by Coca-Cola in Switzerland to run a large-format Augmented Reality (AR) experience at Zürich’s main train station to celebrate the FIFA World Cup and the soft drinks brand’s continued support of the game. Lucky fans are being offered the chance to engage with a digital version of Switzerland’s Xherdan Shaqiri on-screen.
Participants are being treated to a show of skill from Shaqiri and are then invited to get involved and play a few shots against the Swiss star. At the end of the experience, people have the chance to take a photo with the virtual Shaqiri, and leave their details to receive a copy of the photo and a chance to win a FIFA World Cup Official Match Ball.
The campaign was created by Top-Spot and London-based DOOH creative services firm Grand Visual, which also directed and built the bespoke creative technology set-up. Project initiation and promotion consultancy were performed by GroupM Out of Home. Media planning and buying was by Top-Spot and Mediacom. Anthem provided video assets and delivered a social sharing App to further engage audiences on-the-go.
Robert Percze, Senior Brand Manager at Coca-Cola Switzerland says: “Coca-Cola Switzerland is pleased to offer a new type of experience for football fans. It’s the perfect way to get people into a perfect football mood right at the beginning of the FIFA World Cup 2018.”
Dan Dawson, Chief Creative Technology Director for Grand Visual, adds: “It is great to be working with Coca-Cola again on a project that taps into the most coveted cultural event of the year. The appetite to innovate and collaborate, right from the start, has made the delivery of this project seamless. Clever use of technology has produced a memorable experience that participants can share online with family and friends.”
The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. FIFA and The Coca-Cola Company have now extended their long-time partnership to 2030.